Hitwise Partners with Kantar Media to Enhance Online Intelligence in
the UK

October 25, 2017 04:44 AM Eastern Daylight Time

LONDON--(BUSINESS WIRE)--Hitwise have announced a UK partnership with Kantar Media enabling
marketers to not only define, measure and understand audiences based on
search and website visitation behaviours, but now also by their opinions
and attitudes.

This combination bridges the gap between online and offline consumer
data at massive scale. TGI consumer audiences, delivered by Kantar
Media, provide in-depth target intelligence related to all domains of
product and lifestyle choice. Hitwise monitors a panel of three million
consumers (half of which is mobile) and 160 million monthly searches. By
integrating TGI consumer audiences into Hitwise, clients will now be
able to focus their analysis around recognisable real-world audiences
and client personas, and enrich their online view with valuable audience
insights.

For example, travel companies can use the Hitwise and TGI consumer
audience data to create segments of travellers who ‘Try to go
somewhere different on holiday every time’ AND search for
‘boutique hotels’ vs groups of travellers who ‘Like to go back to
familiar places’ AND search for ‘all-inclusive deals.’ Understanding
the differences in attitudinal and online search behaviour between these
two groups enables travel companies to create messaging tailored to each
audience.

“Kantar Media is delighted to be integrating TGI with Hitwise”, said
Richard Poustie, CEO of Kantar Media UK & Ireland. He added, “In doing
so we are extending the reach of actionable consumer insights and
behaviours measured by TGI, which provide a common language between
media buyers and sellers on and offline into the Hitwise platform for
increased actionability.”

“The integration of TGI’s rich survey data along with the existing
strength of Hitwise’s online insight is a game changer for brands,” said
Nigel Wilson, Managing Director at Hitwise. He added, “This marriage of
online and offline data empowers our customers to understand audiences
on a deeper level and engage with them in more meaningful and
contextually relevant ways.”

In the UK Hitwise monitors a panel of three million consumers (half of
which is mobile) and 160 million monthly searches. Hitwise works with
over 1000 clients across industry sectors, including retail, travel,
financial services, advertising, media, technology and pharmaceuticals.

About Kantar Media

Kantar Media is a global leader in media intelligence, providing clients
with the data they need to make informed decisions on all aspects of
media measurement, monitoring and selection. Part of Kantar, the data
investment management arm of WPP, Kantar Media provides the most
comprehensive and accurate intelligence on media consumption,
performance and value.